Research On The Product Innovation Strategy Of H Company Based On The Core Competence Of The Enterprise

With the globalized market competition and the coming of Internet information era,enterprises are facing a rapidly changing business environment and increasingly fierce competitive circumstances.Especially when the country vigorously carries out the real estate industry regulations to reduce inventory and production capacity,the architectural decoration industry space is restricted to a certain extent.In this circumstance,it is very important for decoration enterprises to improve product innovation ability in order to stand out in the homogeneous construction market competition.This paper selects H architectural decoration company whose main business includes building decoration,curtain wall installation and design.After 17 years of development,the company has experienced the rapid development period at the very beginning of establishment.However,the pace also significantly weakened in recent years.And the company even once encountered a bottleneck in development.To maintain a strong momentum of development,striving to cultivate the core competitiveness has become the top priority for H Company in the development.This paper applies the core competence theory,product innovation theory,differentiation theory and integration theory,using the methods of literature research,field research,questionnaire survey,qualitative analysis,to research on the influence factors?evaluation index?implementation context and safeguards of H decoration company's product innovation ability.Through literature review and researching of the present situation,based on the current situation of H company's core competence ability,this paper analyze the causes of its lack of product innovation and suggest that H company should promote the innovation of product combination,accelerate product technical innovation,optmize innovative resources integration,carry out product marketing innovation,and strive to cultivate enterprise product innovation ability,improve customer satisfaction continuously,in order to maintain advantage in the new technology and new pattern dominated decoration industry competition.This paper hopes to help the architectural decoration company to take the core competence cultivation and development as the breakthrough of the enterprise's core competitiveness through the research of the company's core competence and product innovation strategy.Through the exploration of product innovation,this paper has successfully completed the labor-intensive to energy-saving technology and integration development-oriented enterprise changes,so that enterprises can gain the initiative in the competition with a certain degree of publicity and brand effect.